Title | #MyFamilyCan |
Agency | Leo Burnett |
Campaign | #Myfamilycan |
Advertiser | Spc Ardmona |
Brand | Spc Ardmona |
Posted | November 2015 |
Business Sector | Food |
Story | SPC is Australia’s largest fruit processing company. Despite being part of our family life for 100 years, SPC faces an enduring sales battle. With no legislative protection from the Government, cheap imports continue to flood the market and lure consumers away, regardless of their brand, origin or quality. An unexpected set of circumstances provided an opportunity for SPC. A contaminated batch of Nanna’s frozen berries caused a nationwide Hepatitis outbreak, sparking widespread alarm about country of origin food labelling. “For too long people have been talking about country of origin food labelling, and nothing much has changed.”Tony Abbott, Prime Minister of Australia (Source: Sky News)Consumers were frustrated because the prevailing system didn’t deliver enough information at the supermarket shelf. For busy shoppers it was virtually impossible to discern which products were locally grown. So we deliberately set out to draw the nation into a food labelling conversation with an initiative that drove a significant volume of sales. |
Media Type | Public Relations |
Production Company | Studio Pancho |
Executive Creative Director | Jason Williams |
Art Director | Blair Kimber |
Copywriter | Callum Fitzhardinge |
Digital Art Director | Tim Shelley |
Designer | Matt Portch |
Designer | Head of Digital Design |
Account Director | Ari Sztal |
Account Manager | Kenneth Chow |
Production Manager | Kaelene Morton |
Production Company Producer | Maria Borowski |
Photography / Illustration | Christopher Ireland |
Production Company | Pancho |
Director | Adam Ciancio |
Director of Photography (DOP) | Aaron Farrugia |